| | Media Buyer & Planner Today | | | | | | | | | #1 Super Bowl Ads Historically Exploited Women | | Everyone remembers those Super Bowl ads of a woman seductively eating a cheeseburger, or scantily clad women touting the use of a brand or service. Hard to forget when those spots are seen by more than 100 million viewers. As Ad Age reports, marketers have been exploiting women as sex objects for decades to peddle cars, beer and snacks on TV's biggest stage. But with the country reeling from almost daily revelations of new sexual harassment allegations, with women taking more aggressive stances to battle against it, this Super Bowl ad roll may have less exploitation of women than in the past. Two of the worst offenders, GoDaddy and Carl's Jr. have previously cooled their objectification of women. But one trend may still exist – more men will be featured in Super Bowl commercials than women. Over the last decade, 76% of Super Bowl ads have featured men as the principle character, says Raymond Taylor, professor of marketing at Villanova School of Business. And twice as many male celebrities starred in Super Bowl commercials as female celebrities during that same period. Some 14 ads last year from marketers including Bai Brands, Nintendo and Intel didn't include any women at all. Only one ad had no men. Women more often appear as background party guests. | | WHY THIS MATTERS: Men still dominate as creative heads at agencies and they have tended to focus more on men. However with all the publicity about women being treated subserviently and abusively to men in many instances, they are expected to be more careful as to how women are depicted, and to be sure that more women are included, in this year's crop of Super Bowl spots. "When we have as many, if not more, female creatives as men . . . not only will we see better depictions of women but better depictions of men," diversity advocate Cindy Gallop. What brands and their agencies need to remember – last year 49% of the Super Bowl audience, or 54 million, were women. That's up from 39 million women who watched the Super Bowl in 2009. And women tend to be the primary purchasers or primary influencers on most products. | | A Take: Ad Age | | | | #2 Facebook to Show Fewer Posts from Brands, Publishers | | The social platform has announced changes to its news feed that could negative impact the amount of messaging that publishers and brands are permitted to do on the site, according to assorted reports. "We gotten feedback from our community that public content – posts from businesses, brands and media – is crowding out the personal moments that lead us to connect more with each other," Mark Zuckerberg said in a Facebook post of his own. Too many publishers and brands it sounded like a warning that Facebook might be cutting back on frequency of permissible ways to reach audiences. Facebook says it has seen fewer everyday users creating posts for friends and family, while more brands and media companies have been populating the service with messages. The changes are expected to have Facebook being more stringent on which publisher and brand posts get prominent play as opposed to being more buried. | | WHY THIS MATTERS: The change, of course, is not going to impact Facebook's new video hub Watch, where it is working with media companies to create video content and selling advertising to bring in more ad revenue. | | Three Takes: Ad Age | NYT | Digiday | | | | #3 NBC Has Less Than 10 Super Bowl Spots Left | With the Super Bowl LII telecast less than a month away, NBC has less than 10 in-game ad slots available, Dan Lovinger, executive VP of ad sales at NBC Sports Group, says. The company is averaging "more than $5 million for a 30-second spot" across linear TV, digital and it's Spanish-language (Telemundo) platforms. Lovinger projects that by game-time on Feb. 4, when all ad units are sold, the company will bring in ad revenue in the $500 million range. He says NBC's telecast of the Winter Olympics that begin on Feb. 8 and run for two weeks could bring in close to $900 million. Lovinger says there will be several longer-than-30 second ads during the game. He says strongest categories include auto, movies, beverages and fast food. He said packaged goods remains an emerging category in the big game.
| | WHY THIS MATTERS: Regardless of price per unit, the Super Bowl, which has a set number of in-game commercials determined by the NFL, will always be sold out by the network televising it. The Olympics is a little more of a struggle because it is not a one-day, but a two week event. And while there are no ad ratings for the Super Bowl (since the game always draws north of 100 million viewers), NBC has to deal with ratings guarantees for the Olympics. And in the two previous summer and winter Olympics games televised by NBC, it failed to meet ad ratings guarantees. Still, it is family viewing and many marketers want to be seen throughout that two weeks of coverage. | | Three Takes: Adweek | Ad Age | B&C | |
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| | 185.8 | | U.S. adults who are projected to simultaneously use TV and the internet in 2018, up 4.5% from the 177.7 who did so in 2017, according to eMarketer data. That number is expected to grow to 193.5 million in 2019. The data measures people who simulataneously go online via desktop or mobile devices while watching traditional TV. All age groups watch more on internet via desktop, except for millennials, where they are split evenly between desktop and mobile smartphones. | – Reported by eMarketer
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| | CBS Wins With Comedies | by Michael Malone
CBS took the top ratings honors Thursday, its popular sitcoms leading to a 1.7 in viewers 18-49, according to the Nielsen overnights, and a 7 share. That beat the 1.2/5 posted by ABC.
Big Bang Theory did a 3.0 and Young Sheldon a 2.5 on CBS, both shows down a tenth of a point. Mom rated a 1.6 and Life in Pieces a 1.2, both also down a tenth. Drama SWAT closed out prime at a flat 1.1.
ABC had a repeat of game show Child Support, then Truth and Lies: The Tonya Harding Story at 1.4, up 27% from the previous week's Truth and Lies: Waco at 1.1. Skater Harding sat for an interview on ABC.
Fox did a 1.0/4. The Four: Battle for Stardom fell 17% from its premiere to a 1.0. It aired 8-10 p.m.
NBC rated a 0.9/4. Superstore did a 1.1 and The Good Place a 1.0, both shows flat. Will & Grace fell 21% to 1.1 and Great News did a flat 0.6. Chicago Fire slipped 18% to 0.9.
Univision rated a 0.6/2 and Telemundo a 0.5/2.
The CW scored a 0.3/1 with the 23rd Annual Critics Choice Awards. | |
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| • MADHU MALHAN was named to the newly created position of senior VP and director of global services at FCB Global. She was previously senior VP and director of creative culture at Publicis USA. Prior to that she served as partner and minister of culture at Ogilvy & Mather.
• KYLE HUBERT was promoted to chief technology officer at Simulmedia. He was previously principal data architect since joining the data-driven ad company in late 2016.
Editor's note: The Media Buyer & Planner Newsletter will take Monday, Jan. 15 off, to remember Rev. Martin Luther King Jr. We'll be back at work on Tuesday.
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| Technology Leadership Summit
February 28 – March 1, 2018 | Raleigh, NC
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